The influence of monetary and non-monetary gifts on the relationship between brands and consumers, moderated by deal proneness
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2019-06-28
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en
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Abstract
Offering gifts to consumers has become an important part of marketing strategy. Apart from that, relationship marketing has experienced immense growth and has become an important aspect of business strategy. However, gift exchange is a rather unexplored topic in the field of relationship marketing. The purpose of this thesis is to investigate the different effects of monetary and non-monetary gifts on the relationship between brands and consumers. In addition, the moderating role of deal proneness is investigated. New knowledge is provided regarding the effects of monetary and non-monetary gifts on the key relational variables trust, satisfaction, affective commitment and normative commitment. This knowledge can be applied by marketing and brand managers to establish better relationships with consumers. An experimental survey was used to collect the data. In total, 211 respondents were exposed to one of the three gift situations. The results confirm that the key relational variables are positively influenced by receiving gifts. Specifically, trust is influenced more strongly by receiving a monetary gift, and satisfaction, affective commitment and normative commitment are influenced more strongly by receiving a non-monetary gift. These effects are stronger for consumers that are highly deal-prone, than for consumers that are less deal-prone.
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Faculteit der Managementwetenschappen